Over £100,000 generated in the first six months
Perform365, perform365.life
- Founder
- Dan Lawrence, performance coach to 30+ world champions
- Offer
- High ticket performance coaching for CEOs, founders and executives
- Target markets
- UAE primarily, plus Europe
- Target buyers
- CEOs, founders, recently funded startup owners
- Channels
- Cold email and LinkedIn
- Result
- Over £100,000 in revenue in the first six months, and the client has been with us almost two years
About Perform365
Dan Lawrence has spent his career at the top of professional sport. Undisputed world champion boxers, Super Bowl winners, Premier League footballers. More than thirty world champions between them.
Perform365 takes that same system and builds it for a different kind of performer: the founder or chief executive running an 80 hour week, travelling constantly, and quietly letting their own health become the one thing on the list that never gets done. Time efficient training, structured nutrition, travel protocols, regular testing, and a coach who actually holds them to it.
The challenge
This is one of the harder things to sell cold, for three reasons.
- The audience is the most pitched group in business. CEOs and founders receive more outreach than anyone alive. Almost all of it gets deleted without being read.
- The buyer has already normalised the problem. No executive needs to be told that working 80 hour weeks is bad for them. They know, they decided long ago that it was the price of the job, and they stopped noticing the symptoms. You cannot sell to someone who has stopped seeing the thing you fix.
- Volume is not the win condition. With a high ticket, personal, trust based service, five hundred bad meetings are worth less than nothing. They waste the coach's time, which is the entire product. The job was to produce a small number of genuinely right conversations.
What we did
- We built the whole campaign on one pain point.
Not the coaching. Not the programme. Not the credentials. We opened on the thing these people already privately know and never say out loud: that they are operating at the top of their profession while running their body into the ground, and that they have quietly accepted it as a fair trade.
The core message was blunt. A lot of high level operators hit forty and feel like they are sixty. Permanently tired, sleeping badly, no energy left by the time they get home, aching in places they did not used to ache, carrying weight that will not come off no matter what they try. And almost all of them assume that is simply what forty looks like when you run a company.
It is not. It is what undertrained and under recovered looks like, at any age.
That reframe is what made the campaign work. It is not a fitness pitch, which every executive learned to ignore years ago. It is a performance problem, described in exactly the language these people use about an underperforming part of their business, put in front of people whose entire job is fixing underperforming things. Told that way, health stops being a lifestyle topic they will get to eventually and becomes an operational one they are behind on.
- We led with the one credential that cuts through.
The sender is a coach currently in camp with a professional fighter who also trains founders and executives. That single sentence outperforms any list of benefits, because it is not a claim, it is a fact the prospect can verify in ten seconds.
- We timed the European side to funding.
Founders who have just raised are at a specific moment: new pressure, longer hours, a board to answer to, and for the first time the means to invest in themselves. We targeted that window deliberately.
- We ran two senders in parallel.
Dan and his operations manager each sent under their own name, so we could increase volume without either inbox starting to feel automated.
£100k+
revenue in the first six months
The results
Over £100,000 generated in the first six months.
Not pipeline, not projected value. Revenue, from clients who first heard of Perform365 through a cold message.
The campaign is still running.
More case studies
-
58
meetings in the first three months
58 meetings in Saudi Arabia and the UAE in three months
-
20
meetings a month, on average
20 meetings a month, every month, across Europe
-
9 to 12
qualified meetings a month, three months running
9 to 12 qualified meetings a month with water plants across Europe
-
8
meetings and a closed sale in the first month
8 meetings and a closed sale in the first month
-
11
meetings with potential buyers in the first month
11 meetings with potential buyers in the first month
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